EV buyers now twice as likely to opt for a new brand
What Car? research shows car shoppers looking for an electric car are more confident than ever in choosing a car from a new or emerging brand...
There have been some huge changes in the UK’s car market in recent years. One of the biggest is the arrival of swathes of new car brands, many from China – a large number of which specialise in electric vehicles (EVs). In fact, around 100,000 Chinese cars were sold in the UK last year, and they account for one in 10 new vehicles sold so far this year.
You might think it’s hard for the new brands to get a foothold in the market, but new What Car? research has shown EV buyers are far more open to considering new and emerging brands than they were a year ago. In fact, they’re keener on emerging brands than buyers looking for petrol, diesel or hybrid models.
To find out how loyal car buyers are, we asked 3080 of those ready to purchase a new vehicle about their buying intentions. We asked all those who were opting for an EV if they intended to buy a car from a new or traditional brand. Of this group, 29% were looking at buying a car from a new brand, 51% had no preference on brand, and only 20% were going for a traditional make.
That means 80% of those intending to buy an EV either had no preference on the brand they would choose or were open to buying from a new brand.
When we asked in-market car buyers the same questions 12 months ago, only 16% of potential EV buyers were considering a new brand. So our new data shows the proportion of EV buyers considering new or emerging brands has almost doubled since last year.
The survey data also reveals confidence levels are strong among potential EV buyers who are considering a new brand: 83% of respondents felt very confident or somewhat confident in making that choice. The top two factors providing that confidence are that the new brand’s car has a long range between charges (chosen by 33% of respondents) and that it represents good value for money (30% of respondents).
Although relatively few survey respondents told us which brand of car they were aiming to buy, those that did mentioned BYD, MG and Tesla, and this year new Chinese entrants to the UK car market, such as Jaecoo and Omoda have started to appear in their responses.
The latest findings also demonstrate the stark contrast with motorists intending to buy a petrol or diesel car. When asked about their buying intentions in 2024, only 5% of those intending to buy an ICE car would opt for a new brand, and 61% had their sights set on a traditional brand.
Brand preference for EV buyers 2025
| Brand type | % intending to buy it |
| A new brand | 29% |
| A traditional brand | 20% |
| No preference | 51% |
Brand preference for EV buyers 2024
| Brand type | % intending to buy it |
| A new brand | 16% |
| A traditional brand | 28% |
| No preference | 56% |
Brand preference for petrol and diesel car buyers 2024
| Brand type | % intending to buy it |
| A new brand | 5% |
| A traditional brand | 61% |
| No preference | 33% |
Who are the new Chinese car brands?
Six new Chinese car brands have joined the UK market in recent years: BYD, Jaecoo, Leapmotor, Omoda, MG and Xpeng, and they are set to be joined by another 12 or more in the coming year.
The popularity of these brands, which is partly based on them representing good value for money, looks set to continue because rivalry between the brands in China and competition to gain a larger slice of UK sales have led some to slash prices.
While European countries and the USA levy tariffs on Chinese cars, the UK does not, so they are likely to continue to represent good value for money. However, not all are designed to suit European roads or drivers, so it’s important for buyers to take a decent test drive in any potential vehicle before committing to buying one.
For all the latest reviews, advice and new car deals, sign up to the What Car? newsletter here
